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Tables of Contents for Ipa Management
Chapter/Section Title
Page #
Page Count
Preface
v
 
Chapter 1 Marketing Overview
3
6
Current Perspective
4
1
Marketing and Patient Satisfaction
4
2
Quality Measurement
6
2
Summary
8
1
Chapter 2 Assembling a Marketing Team
9
6
Initial Stage
10
1
Shaping the Marketing Initiative
11
4
Chapter 3 Developing a Marketing Plan
15
8
Plan Components
15
3
Marketing Budget
18
2
Summary
20
3
Chapter 4 Implementing an IPA Marketing Plan
23
16
Marketing to Other Physicians
23
2
Marketing to Other Healthcare Providers
25
3
Education Process to Marketing Directors
28
1
Identifying Customers
29
8
Summary
37
2
Chapter 5 Developing Promotional Materials
39
8
IPA Brochure
40
4
IPA Collateral Material
44
1
Summary
45
2
Chapter 6 Targeted Marketing
47
12
Printed Literature and Brochures
48
1
Yellow Pages Ads
48
2
Radio Spots
50
1
Newspaper Ads
51
1
Periodicals
52
1
Personal Appearances
52
2
Press Releases
54
3
Summary
57
2
Chapter 7 Blueprint for a Marketing Plan
59
22
Organizational Summary
59
1
Objectives
59
2
Mission
61
1
Keys to Success
61
1
Service Area
62
3
Healthcare Industry Participants and Hospital Partners
65
1
Target Markets and Market Segmentation
66
1
Competitors and Competitive Comparison
66
3
Locations
69
1
Advertising Literature and Collateral Material
69
1
Strategy and Implementation
69
1
Promotional Strategy
70
11
Chapter 8 Marketing Summary
81
6
Similarities and Differences
82
1
Organization and Implementation
83
1
Targets, Tools, and Timetables
83
1
Summary
83
4
About the Authors
87
4
Index
91